Brandwave

Bowers & Wilkins vs JBL:Which is more popular?

In September 2026, JBL had more branded searches than Bowers & Wilkins among headphone brands in the United States. JBL had about 171,000 branded searches, while Bowers & Wilkins had 6,600. JBL made up 6% of all headphone brand searches we track, and Bowers & Wilkins accounted for 0.23%. When we asked ChatGPT and Google AI Overviews about headphone brands, JBL appeared in one of the five answers and Bowers & Wilkins in none.

Among headphone brands in the United States in September 2026

Who do people search for more?

JBL, about 26 searches for every 1 for Bowers & Wilkins

JBL 171K searchesBowers & Wilkins 6.6K searches

Who does AI mention more?

JBL, mentioned in 1 of 5 answers, Bowers & Wilkins in 0

JBL in 1 of 5Bowers & Wilkins in 0 of 5

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Top headphone brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, JBL was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Bowers & Wilkins did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Sony1st
  2. Bose2nd
  3. Soundcore3rd
  4. Apple AirPods4th
  5. Sennheiser5th
  6. JLab6th
  7. Beats7th
  8. Audio-Technica8th
  9. JBL9th
  10. +5 more
  11. Bowers & Wilkins–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Bose5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sony4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Soundcore4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Apple AirPods3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sennheiser2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Beats1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • JBL1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • JLab1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Audio-Technica1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bowers & Wilkins0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about headphone brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 26, 2026.

Is Bowers & Wilkins or JBL more popular in search?

This chart shows how often people search Google for Bowers & Wilkins and JBL by name. Each line represents a brand's share of searches for all 15 headphone brands we track, month by month, from searches in United States.

Bowers & Wilkins and JBL among headphone brands in the United States, by month

Share of searches by month for JBL, Bowers & Wilkins. The figures are in the table below the chart.

View monthly share of searches table
MonthApple AirPodsBeatsBoseJBLSkullcandySonyShokzJLabRayconSoundcoreSennheiserJabraMarshallAudio-TechnicaBowers & Wilkins
Oct 202551.6%10.4%10%5.9%5.7%5.8%2.5%1.7%3.1%0.76%0.76%0.51%0.51%0.62%0.19%
Nov 202550.2%12.3%11.3%5.4%5.5%5.4%2.5%1.4%3%0.61%0.74%0.41%0.5%0.61%0.15%
Dec 202554.1%10.9%10.5%7%4.9%4.6%2.2%1.5%2.2%0.53%0.53%0.29%0.44%0.36%0.13%
Jan 202645.9%11.3%11%7.4%6.2%6.1%3.4%1.9%2.8%1%1%0.46%0.56%0.84%0.2%
Feb 202650.1%10.1%8.6%6.5%6.8%5.6%3%2%3%0.91%0.74%0.5%0.5%1.4%0.22%
Mar 202649.5%10%8.5%6.9%6.7%5.6%3.7%2%3%1.1%0.9%0.49%0.6%0.9%0.22%
Apr 202645.8%9.2%9.6%7.3%7.6%6.3%4.1%2.3%4.1%1%0.83%0.55%0.55%0.45%0.25%
May 202645.8%9.2%9.6%7.8%7.6%6.3%4.1%2.3%3.4%1.2%0.83%0.55%0.55%0.55%0.3%
Jun 202646.7%9.4%9.8%6.5%6.3%6.4%5.1%2.3%2.8%1.5%0.69%0.57%0.57%0.85%0.38%
Jul 202646.6%9.4%9.7%6.5%7.7%6.4%4.2%2.3%2.8%1.3%0.69%0.46%0.56%0.84%0.46%
Aug 202650.7%8.3%8.7%6.6%6.9%5.7%4.6%2.1%2.5%1.1%0.75%0.5%0.5%0.75%0.34%
Sep 202652.7%10.6%10.5%6%5.8%4.8%3.2%1.7%1.7%0.95%0.52%0.43%0.43%0.35%0.23%

How has the Bowers & Wilkins and JBL comparison changed over the last 12 months?

3 findings

How did search popularity change for United States headphone brands in September 2026?

2 changes

  1. In September 2026, JBL lost share of searches among headphone brands in the United States, from 6.6% to 6%.

  2. Estimated monthly branded searches for Bowers & Wilkins in the United States rose 22.2% over 12 measured months, from 5.4K to 6.6K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Bowers & Wilkins’ and JBL’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Bowers & Wilkins

1 branded search term

  • bowers and wilkins headphones

JBL

2 branded search terms

  • jbl earbuds
  • jbl headphones

How the Brand Demand Index is measured

Other head-to-heads among headphone brands

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